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The scope and limit for the development of corporate social responsibility in the Baltic States as a strategy of corporate communication

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Tampere K.

Central European Journal of Communication

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2013

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vol. 6

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issue 2 (11)

293-305

EN

Corporate social responsibility (CSR) is a comparatively new term in the Baltic States’ business vocabulary. Th e value of the present study is the customer approach. Th e study examines stakeholders’ attitudes in Baltic States towards CSR activities of companies. Th e systematic examina- tion of the current state of CSR development from the perspective of corporate communication and consumers will benefi t the overall understanding of what the role and value of CSR is in the Baltic States. Th e study aims at defi ning the current point of CSR development with its characteristics, qual- ities, perspectives and tendencies. Th is would further enhance the understanding of future perspec- tives — scopes and limitations — for CSR development in the Baltic States. Th e empirical study uses a survey questionnaire as a research tool. Th e survey took place in the period of February–March 2010. Th e sample of the study is opinion elite (persons in society who comment on diff erent societal aspects in the media: opinion journalists, politicians, business leaders, 3rd sector leaders, expert associations, etc.) in the Baltic States. A study will give an insight into the present and future tendencies of the development of CSR. It will also give a perspective for corporate communication practitioners about CSR and how it works in a post-communist society, as a strategy for organizational communication and reputation building.

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A walk in the public relations field: Theoretical discussions from a social media and network society perspective

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Tampere K.

Central European Journal of Communication

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2011

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vol. 4

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issue 1(6)

49-61

EN

For public relations officers the last years were momentous. Changes in the surrounding life dictated also changes in the public relations (PR) practice. The birth of a so-called network society was signifi cant not only for different information technology and computer-related professions, but also for communication science, including public relations, from a larger perspective. Talking about public relations we are mostly talking about managing communication and about relations born as a result of the managed communication flow. From a historical perspective communication and relations management means quite often a kind of use of power. At this point the existential question today is — how to manage communication and relations in the new situation — in the society which is guided by social networks where power is not always at the “top” of hierarchy anymore, but is “down” in the networks. Who has power, and who and how will control communication processes in the society of “mass self-communicators” (Castells, 2007), which is designed and created by authors who are writing and expressing their ideas through social media, using their right of speech more than ever and which is no longer easily controlled and managed by others — authorities, press officers, public relations managers, censors, etc.

3

Corporate social responsibility developments in post-communist countries: Towards organisations’ social legitimacy

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Tampere K.

Central European Journal of Communication

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2019

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vol. 12

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issue 1(22)

62-77

EN

The aim of the paper is to introduce corporate social responsibility CSR as an organisation’s management and stakeholders’ relations tool in post-communist countries for ensuring the organisation’s social legitimacy. The article discusses how understanding the interdependence between the organisation and society helps to support the organisation to develop social legitimacy and therefore ensure its sustainability. The general research problem in this article is connected with the societal context of studied organisations: how CSR could be positioned and managed in a post-communist society to avoid a rebuff against an organisation’s CSR activities. The topic of this paper is approached through three research questions: how post-communist organisations see the CSR position in the organisation, how social legitimacy is acknowledged and defined, and finally to what extent CSR is seen as a tool for ensuring social legitimacy. For the research, seven Estonian organisations’ representatives with management responsibility were interviewed to find out their thoughts and ideas about CSR and social legitimacy.

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3 Central European Journal of Communication

3 Tampere K.

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The scope and limit for the development of corporate social responsibility in the Baltic States as a strategy of corporate communication

A walk in the public relations field: Theoretical discussions from a social media and network society perspective

Corporate social responsibility developments in post-communist countries: Towards organisations’ social legitimacy